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  • Nutzungsstudie digitale Prospekte (2016)

Nutzungsstudie digitale Prospekte

Digitale Prospekte: Hilfe und Ergänzung zum gedruckten Prospekt

Eine Studie unter knapp 500 WEB.DE- und GMX- Kunden zur Nutzung von Prospekten belegt: Digitale Prospekte stellen eine praktische Hilfe und sinnvolle Ergänzung zum klassischen Prospekt im Briefkasten dar.

Bereits 69% der WEB.DE und GMX Nutzer geben an, digitale Prospekte im Internet zu nutzen.

  • Die digitalen Prospekte werden gerne herkömmlich auf dem Computer zu Hause durchgeblättert, bereits jeder Dritte greift über sein Smartphone auf digitale Prospekte zu.
  • Jeder zweite Nutzer von digitalen Prospekten liest grundsätzlich Prospekte aus den Geschäften, die regelmäßig zum Einkauf genutzt werden.
  • Angebote aus den Bereichen Discounter & Supermärkte, Computer & Technik sowie Freizeit, Sport & Hobby sind für die Nutzer von digitalen Prospekten besonders interessant.
  • Eine Cluster-Analyse der Studienergebnisse zeigt vier verschiedene Nutzungstypen:
    Intensivnutzer Prospekte, Digitale Befürworter, Vor-Ort-Entscheider und Ablehner.

Die Studie gibt Antworten auf folgende Fragen:

  • Wie werden Prospekte von WEB.DE & GMX Nutzern auf Basis der aktuellen Verbreitung genutzt?
  • Gibt es unter den WEB.DE & GMX Nutzern Unterschiede in der (digitalen) Prospektnutzung?

Hier finden Sie die ausführliche Studie.

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